Would it surprise you that a whopping 1% of decision makers believe that B2B marketing shows a meaningful understanding of the human experience? Read that again. This is a finding from The Power of Provocation Report. Granted, the report is … [Read more...]
What Happens When B2B Buyers Start Using ChatGPT?
For the last month or so, it seems that every other post I read or email I receive is about ChatGPT or some other AI writing software. The marketing world has glommed onto the technology as if it will save them from drowning in mediocre, irrelevant … [Read more...]
Why You Need to Revisit B2B Buyer Personas and ICPs
As the market shifts, much of what you thought was true about your buyer personas and ICPs may be different. This change may be in degrees. Or it may be big enough to require a GTM restructure. I’m not just talking about the economy or supply … [Read more...]
The Importance of Humanness in B2B Content Experiences
What is it that puts the humanness in business experiences? A recent study from researchers at the University of Florida found that it’s not the question of whether people prefer a chatbot or an exchange with a human, but rather the perceived … [Read more...]
Why Buyer-Driven Qualification Beats BANT
The way B2B companies qualify leads is based on what we want, rather than letting our buyers guide us. Case in point > BANT. The only component in the four components of budget, authority, need, and timing that’s buyer-driven is need. And I’d … [Read more...]
